{"id":125317,"date":"2024-04-03T13:55:00","date_gmt":"2024-04-03T17:55:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=125317"},"modified":"2024-04-05T13:57:08","modified_gmt":"2024-04-05T17:57:08","slug":"what-is-drip-pricing","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/what-is-drip-pricing\/","title":{"rendered":"What Is Drip Pricing &#038; How Is It Dangerous?"},"content":{"rendered":"\n<p>What is drip pricing? What psychological tactics enable the practice? How can regulation curb it? <\/p>\n\n\n\n<p>Drip pricing is a deceptive business practice that advertises a low price, then adds hidden fees at the final payment. US federal agencies are exploring regulatory action against drip pricing as part of the Biden Administration&#8217;s economic agenda, though the success of these measures remains to be seen.<\/p>\n\n\n\n<p>Keep reading to learn about deceptive drip pricing practices and if anything can be done to prevent them.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-deceptive-drip-pricing\">Deceptive Drip Pricing<\/h2>\n\n\n\n<p>What is drip pricing? \u201cDrip pricing,\u201d a deceptive strategy to lure consumers with attractive pricing, only to pile on hidden fees later, results in billions in unexpected costs for consumers annually.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-background\"><strong>Background<\/strong><\/h3>\n\n\n\n<p>The practice <a href=\"https:\/\/www.federalregister.gov\/documents\/2023\/11\/09\/2023-24234\/trade-regulation-rule-on-unfair-or-deceptive-fees\" target=\"_blank\" rel=\"noreferrer noopener\">can add 30% to 40% in costs<\/a>, resulting in <a href=\"https:\/\/www.nytimes.com\/interactive\/2024\/02\/23\/business\/what-is-drip-pricing.html\" target=\"_blank\" rel=\"noreferrer noopener\">billions in annual expenses for consumers<\/a>. Moreover, drip pricing also:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.whitehouse.gov\/cea\/written-materials\/2024\/03\/05\/the-price-isnt-right-how-junk-fees-cost-consumers-and-undermine-competition\/\" target=\"_blank\" rel=\"noreferrer noopener\">Undermines competition<\/a> by making it difficult for consumers to compare prices<\/li><li>Alters consumer purchasing behavior<\/li><li>Creates an inefficient allocation of resources<\/li><li>Discourages the entry of new companies into the market\u00a0<\/li><li><a href=\"https:\/\/www.nytimes.com\/interactive\/2024\/02\/23\/business\/what-is-drip-pricing.html\" target=\"_blank\" rel=\"noreferrer noopener\">Punishes businesses that are transparent about their costs<\/a><\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-where-is-drip-pricing-prevalent\"><strong>Where Is Drip Pricing Prevalent?<\/strong><\/h3>\n\n\n\n<p>Drip pricing is prevalent in multiple sectors, including:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.whitehouse.gov\/cea\/written-materials\/2023\/03\/21\/how-junk-fees-distort-competition\/#:~:text=Concert%20Tickets%20and%20%E2%80%9CDrip%20Pricing%E2%80%9D&amp;text=This%20means%20consumers%20see%20an,%2Dgovernment%2Dimposed\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Apartment rentals<\/strong><\/a>. Landlords may take advantage of tenants locked into long-term contracts by imposing mandatory &#8220;convenience\u201d or &#8220;service\u201d fees.<\/li><li><strong>Banking<\/strong>. Consumers may only learn of wire transfer fees after they\u2019ve selected a bank that advertised \u201clow fees,\u201d when they need to send or receive money. Such fees of $15, $25 or more can significantly exceed the actual cost to the bank. <\/li><li><strong>Concert ticket sales.<\/strong> Ticket sales platforms often tack on additional fees during the purchasing process.<\/li><\/ul>\n\n\n\n<p>Drip pricing is also common on food delivery platforms, in airline ticket sales, car rentals, and hotel resort fees.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-psychology-of-drip-pricing\">The Psychology of <strong>Drip Pricing<\/strong><\/h3>\n\n\n\n<p>Experts say a combination of psychological manipulation and carefully crafted marketing tactics intertwine to make drip pricing an effective strategy that entraps consumers.<\/p>\n\n\n\n<p>Companies often use the <a href=\"https:\/\/news.sky.com\/story\/drip-pricing-three-psychological-reasons-we-fall-for-the-technique-and-how-to-resist-the-it-12959042\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>anchoring and adjustment<\/strong><\/a> technique\u2014which draws consumers in with a low price (anchor) and then gradually introduces additional costs (adjustment)\u2015plus the <strong>foot-in-the-door technique<\/strong>, which operates on the principle that customers who commit to a small step, like paying a low price, are more likely to agree to a larger request, like a higher final price.<\/p>\n\n\n\n<p>A more insidious aspect of drip pricing surfaces when consumers get ensnared in the <strong><a href=\"https:\/\/www.shortform.com\/blog\/sunk-cost-fallacy-example\/\">sunk cost fallacy<\/a><\/strong>, where they feel too vested in the process to retreat even after discovering unexpected fees late in the process. <\/p>\n\n\n\n<p>Consumers frequently experience <a href=\"https:\/\/theconversation.com\/junk-fees-and-drip-pricing-underhanded-tactics-we-hate-yet-still-fall-for-211117\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>the \u201ctaximeter effect\u201d<\/strong><\/a> in drip pricing. Like taxi passengers unhappily watching meter charges add up, customers grow more uncomfortable and dissatisfied watching undisclosed fees rise but feel they can\u2019t do anything about it.\u00a0<\/p>\n\n\n\n<p><a href=\"https:\/\/theconversation.com\/junk-fees-and-drip-pricing-underhanded-tactics-we-hate-yet-still-fall-for-211117\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Present bias preference<\/strong><\/a> is also at play in drip pricing. People are more likely to complete a transaction they&#8217;ve already started despite learning of extra costs, because they value immediate reward over future savings. <\/p>\n\n\n\n<p>Finally, <strong>expectation adjustment also plays a pivotal role<\/strong> in drip pricing: After being initially attracted by a low price offer, customers unconsciously adjust their expectations and adapt to a higher price.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-regulation\"><strong>Regulation<\/strong><\/h3>\n\n\n\n<p>Federal agencies that have proposed and implemented rules to control these fees:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>The Federal Trade Commission (FTC)<\/strong> last October <a href=\"https:\/\/www.ftc.gov\/news-events\/news\/press-releases\/2023\/10\/ftc-proposes-rule-ban-junk-fees\" target=\"_blank\" rel=\"noreferrer noopener\">proposed a ban on junk fees<\/a> in numerous areas. This includes a rule that would require car dealerships to disclose prices upfront.<\/li><li><strong>The Consumer Financial Protection Bureau <\/strong>has taken steps to regulate <a href=\"https:\/\/www.whitehouse.gov\/cea\/written-materials\/2024\/03\/05\/the-price-isnt-right-how-junk-fees-cost-consumers-and-undermine-competition\/\" target=\"_blank\" rel=\"noreferrer noopener\">exorbitant credit card late fees, bank overdraft charges, and non-sufficient funds fees<\/a>. <\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-looking-ahead\"><strong>Looking Ahead&nbsp;<\/strong><\/h3>\n\n\n\n<p>Some consumer behavior experts <a href=\"https:\/\/news.sky.com\/story\/drip-pricing-three-psychological-reasons-we-fall-for-the-technique-and-how-to-resist-the-it-12959042\" target=\"_blank\" rel=\"noreferrer noopener\">doubt that such efforts will succeed broadly<\/a>. To defend against drip pricing, they recommend that consumers:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/theconversation.com\/junk-fees-and-drip-pricing-underhanded-tactics-we-hate-yet-still-fall-for-211117\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Learn about the tactic<\/strong><\/a> so you can make decisions that align with your finances and values.<\/li><li><a href=\"https:\/\/news.sky.com\/story\/drip-pricing-three-psychological-reasons-we-fall-for-the-technique-and-how-to-resist-the-it-12959042\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Set a predetermined budget<\/strong><\/a>.<\/li><li><strong>Avoid making impulse purchases under pressure<\/strong>.<\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>What is drip pricing? What psychological tactics enable the practice? How can regulation curb it? Drip pricing is a deceptive business practice that advertises a low price, then adds hidden fees at the final payment. US federal agencies are exploring regulatory action against drip pricing as part of the Biden Administration&#8217;s economic agenda, though the success of these measures remains to be seen. Keep reading to learn about deceptive drip pricing practices and if anything can be done to prevent them.<\/p>\n","protected":false},"author":8,"featured_media":125326,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,20,31],"tags":[727],"class_list":["post-125317","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-ethics","category-money","tag-articles","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What Is Drip Pricing &amp; How Is It Dangerous? - Shortform Books<\/title>\n<meta name=\"description\" content=\"Have you ever been advertised a great price, only to be hit with extra charges at checkout? That&#039;s drip pricing. 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